The company wanted a B2B campaign to establish itself as a trusted authority in post-Covid-19 HR challenges and to educate HR executives and decision-makers at large companies about its unique employee benefits programme.
In addition, an innovative approach was needed to address the pressing issue of managing a hybrid workforce in the pandemic era.
An extensive research study was conducted involving 16 256 employees, with a comprehensive white paper produced titled “A Future-Ready Workforce Report”. This report not only highlighted the challenges brought about by the new work landscape but also offered practical solutions.
The campaign utilised a multi-channel approach, including direct marketing, social media, digital marketing, and trade events, to promote the report and its key findings. It also involved lead nurturing strategies to follow up with generated leads.
The campaign’s results were exceptional. Hey Jude typically experiences longer sales cycles, yet the campaign led to an immediate sale, yielding an outstanding 1:45 return on investment.
What made this campaign stand out was its innovative, thought leadership-driven approach, its relevance to current workforce challenges and its impressive, measurable results. The multichannel strategy, value-oriented focus, and cost-effectiveness further added to its “wow” factor. Overall, the Hey Jude campaign effectively positioned the company as a solution for HR executives navigating the complexities of the post-Covid-19 workforce landscape.
Watch an overview of the campaign, below
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